MINI PORTFOLIO

select highlights from work in strategy, creative direction, photography, copywriting, and design.

BRAND & NARRATIVE STRATEGY WORK @ PREACHER

FAVOR | “HOW TEXAS ORDERS IN”

role: co-lead strategist

overview: repositioned this Texas food delivery app as a bonafide challenger by proudly leaning into its texas roots and making it a cultural authority; seized #3 spot in key markets and won 2 effies (solo-authored case study).

insight: Texas-only isn’t a limitation, it’s a superpower

FAVOR | “THE GOLDEN GOODS”

role: lead strategist

overview: Launched their new membership with a social stunt featuring an exclusive collection of Texas-food inspired items— going right at Texans’ absurd love for their local cuisine

insight: Texas food love truly knows no bounds

NEW AMSTERDAM VODKA | “FIND YOUR WINS”

role: lead strategist

overview: Strengthened brand narrative around their “Find Your Wins” platform line, creating a culturally-rich campaign centered on emotional male identity

insight: Brotherly bonds are the real win when competing with your boys

COUNTRY CROCK | “MAKE YOUR TABLE LEGENDARY”

role: co-lead strategist

overview: Reimagined a modern take on their “Country Soul” brand positioning with a campaign centering the mythic moms who turn their homes into community havens

insight: some moms have a knack for magically creating abundance out of anything and spreading generosity everywhere they go

FREELANCE CREATIVE WORK

ADIDAS X REIGNING CHAMP CAMPAIGN

client: adidas + match marketing group

role: creative direction + strategy + production, photography, post-production, on-site digital tech setup, live social media workflow

overview: social media campaign announcing the launch of a capsule collection featuring adidas influencer-ambassadors. creative direction drew inspiration from reigning champ’s predominantly black-and-white photo aesthetic at the time. imagery was elevated via subtle tones, clean lighting, simple lines, and a matte finish. photos were edited onsite and available for influencers to share in real-time.

RBMA X SOLANGE ART BOOK

client: red bull music academy

role: concept, creative direction + strategy + production, talent casting, photography, copy editing, layout, design

overview: testimonies from the table is a collection of portraits and firsthand narratives illuminating and honoring the lived experiences of 61 black women in america. inspired by solange's a seat at the table, and in celebration of her interdisciplinary performance piece at the guggenheim called an ode to, the scrapbook format facilitated conversation between artist, audience, and society via instant film photos and handwritten statements. free digital version available for download. physical copies available for sale. read full artist statement. featured in the cut, elle, and teen vogue.

CLUBHOUSE SOCIAL MEDIA

client: clubhouse

role: brand strategy, social media strategy, copy strategy, copywriting

overview: graphic quotes for instagram to help tell the rapidly evolving brand story of the unique social audio experience. creative strategy included an examination of clubhouse platform trends (topics + engagement styles and patterns) and performing instagram content analysis. copy was then composed with the aim of evoking a nostalgic brand loyalty via charming platform idiosyncrasies and topical highlights.

FIT THE DESCRIPTION KEY ART

client: fit the description

role: creative direction, photo art direction, photography

overview: key art for a film on police violence, highlighting conversations between black male civilians and officers about their experiences with law enforcement. close-up imagery conveys the intimacy, vulnerability, and humanity of the featured dialogues. subtle, moody lighting suggests a somber subject matter. dark background and contrast evoke a seriousness and gravity. artwork designed by julian alexander.

ERIKA ROSE SANTORO VISUAL BRANDING

client: erika rose santoro

role: brand strategy, creative direction + strategy + production, photo art direction, location scouting, styling, photography, post-production

overview: in partnership with erika’s branding agency, i helped devise the visual tone and narrative for the launch of her new creative wellness consultancy, which centers shamanic ritual and spiritual wisdom as a throughway for creative breakthrough. erika’s past career life included long-time management of and creative partnership with alicia keys, and while her creative business skills would certainly be part of her new practice, she was also keen to create a distinct lane that was wholly her own.

visual strategy utilized strong yet soft postures and expressions to signal balanced footing as both businesswoman and intuitive; neutrals, warm tones, and filmic styling to both ground and invite; spiritual iconography to set the context; nature to evoke a sense of simultaneous grandeur and intimacy of the transformative work ahead. the results were a photo library for social and press as well as an image-led website that immerses visitors in an experience of the world erika creates for her clients.

WAYBETTER BRAND CAMPAIGN

client: waybetter

role: creative direction + strategy + production, photo art direction, photography, post-production, talent casting

overview: this health tech startup had no original imagery and was using arbitrary stock photography prior to our work together. i was brought in to strategize, concept, and execute a photo-visual refresh to help tell waybetter’s central brand story. images were to authentically connect consumers to the brand’s mission: make adopting a healthier lifestyle fun, accessible, and social. through our partnership, we devised a brand campaign utilizing real waybetter app users to bring their offerings to life in an approachable way. final work was featured on the front page of their site, in the apple app store, and across their suite of apps.

[SELF] SHORT FILM

client: collaborative personal project

role: poetic script composition, voiceover, audio editing and syncing.

overview: an art film about coming home to self amidst the tumult of the world. the poem/script was composed, synced, and voiced as a semi-freestyle over the final film edit containing music. word choice, tone, and cadence were made to follow the movements and moods of the visuals, with simultaneous attention to remaining topically focused on the given theme of self-care during hard times. film directed by erica génécé.

GIFTS FOR THE SPIRIT NEWSLETTER + SOCIAL MEDIA

client: gifts for the spirit

role: creative strategy + direction, copywriting

overview: lifestyle copy celebrating the astrological sign of capricorn for an online wellness retailer. creative strategy utilized seasonal reflection as an inspirational gateway to seasonal ritual via a curated product line. creative direction focused on long-form copy that was playful, conversational, and motivational and short-form copy that was punchy, powerful, and memorable. social assets were published on instagram.

@SEHER QUOTE GRAPHICS

client: personal project

role: concept, creative strategy + direction, illustration, copywriting, design

overview: graphic quotes, musings, and poetry for an instagram community of ~30K. topically focused on wellbeing, culture, connection, and creativity.